Next Sunday at 6 p.m. EST, The Biography Channel will be airing their special on Google. Ray Allen, CEO American Meadows, who is the officially profiled AdWords client on Google's site, told me Biography sent a video crew out to interview him for the show.

I asked him what made his campaigns so successful beyond the fact that he relentlessly measures conversion rates and ROI.

"Copywriting is my big thing. I've been doing it since the beginning of time," he said. "Everybody talks about ad rank. They don't talk about the words. If your ad is at #1 or #2 and it says 'Wildflower Seeds,' I'm going to kill you by saying 'Wildflower Seeds on Sale.' It doesn't matter if you're #1, if the guy at #3 is a copywriter, he's killing you."

His advice for hiring creatives to conduct search campaigns for you -- get a copywriter with an old-fashioned mail order background. Someone who has years of writing high-impact copy that grabs the sale in 10-12 words.

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as
long as they (a) relate to the topic at hand, (b)
do not contain offensive content, and (c) are not overt sales
pitches for your company's own products/services.

The views and opinions expressed in the articles of this website are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees.